The advantages of disciplined creativity are many. Which is to say, we believe in the importance of written communications strategy briefs that spell out, among other things, a well-defined objective and strategy.
In our experience, these briefs provide the quickest route to communication concepts that are, all at once, relevant, believable and compelling. They also eliminate costly false starts by getting everyone on the same page before you spend a dime on creative development. But most of all, they provide the laser-like focus necessary to ensure that your ad, post, mailer, web site, brochure, whatever, clearly communicates the point you believe to be critical to achieving your objective.
How does the idea of disciplined creativity sound to you?